Maxim has teamed up with global marketing agency Lagardère Sports and Entertainment to produce the magazine’s three annual tentpole events, TheWrap has exclusively learned.
The big dates on the Maxim party calendar are the Maxim Hot 100 in July, Halloween and Big Game Experience, which is traditionally held over Super Bowl weekend. They will now be reinvented and relaunched on a new launch “Maxim Experience” platform.
As part of the joint venture, Lagardère Sports and Entertainment will market and sell the events, from both a partnership and ticket perspective, the companies said in a joint statement Tuesday. Rooftop2 Productions will handle live production for the three events, including digital, social and experiential brand activations, live experiences, talent and musical performances.
“We are excited to partner with Lagardère Sports and Entertainment and Rooftop2 Productions to elevate the Maxim brand through these three large-scale event experiences,” said Robert Price, Maxim chief operating officer. “Launching with The Maxim Hot 100 event on July 21 in Los Angeles, followed by Maxim’s Halloween event and culminating with the legendary Maxim Big Game Weekend in Atlanta.
“We look forward bringing the Maxim brand to life for our readers and trusted partners,” he added.
Marc Riccio, executive vice president, commercial, Lagardère Sports and Entertainment, added: “Maxim is one of the preeminent brands in lifestyle and entertainment, and their events collectively embody luxury, style and sophistication to a very desirable audience.
“We look forward to have our Lagardère Sports and Rooftop2 Productions teams collaborate with them on the new Maxim Experiences platform and help reimagine these events in a way that lets more people experience them in new and exciting ways,” he said.
The Maxim Hot 100 Experience in Hollywood on July 21 coincides with Maxim magazine’s July/August issue featuring Kate Upton on the cover.